At the Sundance Film Festival in Park City, Utah, the shoe brand Merrell displayed its Capra hiking boot—named for the Capra mountain goat—in a display that looked like rough mountainsides. The look brought to life a virtual reality experience offered at the activation in which guests undertook a mountain trek that involved crossing a rope bridge and escaping a landslide. MKG along with Hill Holliday produced the activation.
Color-blocked boxes of Patrón tequila served as a photo backdrop at the Art of Patrón event in May at LA River Studios in Los Angeles. In another layer of product display, models wore dresses made from Patrón boxes, corks, tissue paper, and recipe booklets. Photographer John Ganun of Scenario Photography created the backdrop, and Abel McCallister Designs produced the event.
Oversize logo decor pieces dotted the party space.
